Would Altruistic Consumers Place a Higher Value on Sustainable Foods?

To advance sustainable food systems, it is necessary to explore consumer preferences and valuations of sustainable food labels. This study utilizes a discrete choice experiment to examine consumers’ willingness to pay for various sustainable labels using a 12 oz ground coffee package and investigates the impact of altruism orientation on consumer valuation of sustainable coffee. The results from US consumers surveyed in spring 2020 indicate that the USDA organic claim commands the highest price premium, followed by the Carbon Trust and Fairtrade labels. Furthermore, individuals’ altruism orientation positively and significantly influences their preference and willingness to pay for sustainable labels, with selfless individuals valuing them more. These findings offer insights into effectively promoting sustainable food consumption through targeting consumer subgroups and prioritizing fairtrade and organic foods over newer green labels.